As web visitors become used to the interactive features found on many social media sites the expectations for such increases for all.
Audio, video and the ability to rate, review and comment are on the way to becoming standard features.
Small business marketers can take advantage of this trend towards interaction by using some very simple tools found at a site calledJS-Kit.
Currently all the services of JS-Kit are free, but there are some hints that a subscription model is in the near future. Either way this is a great set of tools.
Below is an example of the review function. This tool allows visitors to vote on and comment on this post. Click the review link and you can see how it works. You could customize this and automatically add it to every post (although most blog software already allows comments) but the real power I think is to add this type of functionality to your static product pages or articles and encourage customer reviews.